Peter W. Szabo's presentation at the Agile UX Meetup in London April, 2015.

1. THE SEVEN (+)
DEADLY SINS
IN UX DESIGN
PETER W. SZABO (@WSZP)

2. http://kaizen-ux.com|@wszp
About Peter W. Szabo
• Hungarian, born in Transylvania
• Published a sci-fi novel in 2000
• UX evangelist living in London
• 7+ years in managing UX teams
• Head of User Experience at

3. http://kaizen-ux.com|@wszp
Kaizen-UX.com

4. http://kaizen-ux.com|@wszp
Why do we need to talk about
SIN in UX Design?
The 10 biggest banks in the UK were
tested, 87% of the users experienced at
last one conversion killer.
Source:Study by WhatUsersDo in Q4 2014,
100 participants.

5. http://kaizen-ux.com|@wszp
WHO defines UX.SIN?
a. The HiPPOs

6. http://kaizen-ux.com|@wszp
WHO defines UX.SIN?
a. The HiPPOs
b. UX experts / UX team
c. The UX evangelists
d. The holy book/blog of UX
e. The users

7. http://kaizen-ux.com|@wszp
WHO defines UX.SIN?
a. The HiPPOs
b. UX experts / UX team
c. The UX evangelists
d. The holy book/blog of UX
e. The users

8. http://kaizen-ux.com|@wszp
1. NOT doing research
• “UX without Research is not UX”
(Hoa Loranger)
• “To build better User Experiences we
need to understand people’s behaviour.
Insight helps us understand.”
(Lee Duddell)
• “Shut up & listen to users.”
(Jakob Nielsen)

9. http://kaizen-ux.com|@wszp
How to integrate research in
your WORKFLOW?

10. http://kaizen-ux.com|@wszp
2. Pointless UX research

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3. Not continuing research
after release

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4. Abundance of
Features/Steps

13. http://kaizen-ux.com|@wszp
5. Trying to create the FINAL
design at first try

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Nothing is final!
“A worm is the only animal that can’t fall
down.” (But failing is not a rite of passage!)

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6. Neglecting MOBILE

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7. Thinking that RWD solves it
2014: 25% of all incoming sales calls to
WhatUsersDo were from companies
experiencing a down-turn in conversion
post RWD

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RWD is NOT a silver bullet

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8. Ignoring people with
disabilities

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9. Too many words

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10. Wasting money on
buzzword experts

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11. Over-promising

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12.
Being
afraid of
NEW
things
Scott Eaton
Hephaestus II.

23. http://kaizen-ux.com|@wszp
My
Holistic
UX
view

24. http://kaizen-ux.com|@wszp
Summary
1. NOT doing research
2. Pointless UX research/experiment
3. Not continuing research after release
4. Abundance of Features/Steps
5. Trying to create the FINAL design at first try
6. Neglecting MOBILE
7. Thinking that RWD solves it
8. Ignoring people with people with disabilities
9. Too many words
10. Wasting money on buzzword experts
11. Over-promising
12. Being afraid of NEW things

25. http://kaizen-ux.com|@wszp
The 13th SIN
Thinking that there are only 12!
Have you SINNED?

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Questions?

27. http://kaizen-ux.com|@wszp
Kaizen-UX.com